TubeMogul rolls out video-campaign optimization tool

The Optimization Goals software will allow marketers to more accurately purchase video inventory that best matches their target audience and achieves their brand goals, according to the company. It does so by dynamically shifting spending based on performance against a prioritized list of objectives, the company said.

“We now have the ability to automatically optimize for more than one variable, so advertisers can optimize for cost per viewable impression and more than a dozen other KPIs, including completion rates, and whether a brand wants to target public or private video exchanges,” Phu Truong, the company's Southeast Asia managing director, said in a press statement.

Campaign variables marketers can select include average player size, cost per completion, site diversity and cost per viewable impression.

The company claimed that in tests, the tool outperformed human optimizers by 30 per cent when it came to purchasing video ads that were actually viewed by consumers.

The tool eliminates manual work and thus allows brands and agencies to focus on strategy and execution, the company claimed. “We have removed the time-consuming manual component of campaign optimisation, freeing traders to focus on the creative mix and real-time fine-tuning of their video branding campaigns,” Truong said.

The company has provided the Optimization Goals software to its key trading desk and agency partners across Southeast Asia.